A client doubled their list from 50K to 100K subscribers in 6 months. Their email revenue DROPPED 30%. Everyone celebrated the list size... yet nobody noticed what was actually happening. • The brand was blasting every campaign to every subscriber, including people who hadn't opened an email in over a year. • Gmail and Yahoo watched the pattern. • ISPs watched low engagement rates pile up and saw a firehose going to dead inboxes. ...so they quietly stopped delivering the emails to the primary inbox. The brand was ADDING subscribers at the top while the ISPs were throttling them at the bottom. That's the hidden tax on growing a big list without an engagement-first system behind it. TL;DR: Your ESP won't tell you your reputation is cooked. They just quietly deliver fewer emails and hope you don't notice. 30,000 highly engaged subscribers >> 80,000 mixed.

We just added $80,000 a month in revenue to a brand by sending this 1 type of email. The brand almost CUT it from their calendar because it didn't feel like a "real campaign" Because they didn't... The brand ended up adding almost 7+ figs/y in revenue... With out spending an extra DIME on paid acquisition or new product. All we did... Started showing off REAL customers styling the products they already owned. → photo sent in by the buyer → short caption in their own words → the product linked quietly at the bottom The click rate came in 3x higher than their regular promos. Try this. SUPER underrated.

Brands LOVE telling me they have 50,000 subscribers. Then I ask how many opened an email in the last 90 days... Because THAT number is your real list, and everyone else is dead weight that's actively costing you thousands of dollars on Klaviyo. Gmail and Apple Mail both watch what happens when you send. • Keep hitting 9,000 people who never open • And the algorithm decides you're a sender nobody wants. • Your emails get pushed to promotions and then to spam. • Now even your buyers stop seeing you. Segmenting by behavior fixes this. Instead of blasting one email at everybody, you split the list by how people actually act. We pulled a real account and broke it into four groups: → Engaged: opened or clicked in the last 30 to 90 days. These people hear from you the most. → One-time buyers: bought once, never came back. They get a sequence built to pull them into a second purchase. → VIPs: early access and exclusive offers that make them feel like an insider. → Lapsed: nothing in 90 days or more. Re-engagement campaign, or suppress them to protect your reputation. One of our engaged segment campaigns to a 90-day engaged group of 22,000 people, bounced emails excluded, pulled a 60% open rate, a 1.94% click rate, and $6,000 in revenue. The same brand ran a campaign that included unengaged, all-time non-buyers, and it managed a 29% open rate, a 0.99% click rate, and $2,900. There's STILL money in the unengaged... you just need to save them for the moments that matter (like a final-hours sale or a product drop) The engaged audience gets the regular sends, and the unengaged gets the big moments only. That protects deliverability for the other 28 days of the month, and you still squeeze the full list when it actually counts.

One of our brands sent 2 emails that didn't try to sell anything. Combined, they almost generated $18,000. That's why I HATE when brand owners think... "every send has to be a pitch" When you only send buy now emails 1. you train your list to open only when there's a sale. 2. you become the brand people ignore until something is discounted. 3. open rates slide AND every sale you send converts a little worse than the last one. The brands that generate 40-50% of their revenue with email, do the complete opposite. They mix in emails worth opening EVEN when nothing is on offer. Three types belong in every calendar: → Educational. Handle the objection before the customer asks it. The sleeve brand wrote a whole email answering the one thing every baseball parent wonders, "is this cheating". The subject line was "not a shortcut, just smarter support," and it pulled a 58% open rate and around $6,000 from an email that only tried to teach. → Community. Real customers in their own words. They pulled the most powerful thing a customer ever said and made it the subject line, the literal quote "first time I've thrown in 2 years without pain," which pulled a 57% open rate and almost $12,000. → Behind the scenes or brand story. Why you started the brand and what you actually believe in. People buy from people. Look at those open rates. Both landed at 57% and 58%, which is FAR better than what a typical promo email pulls in. So don't just email when you want money. Email when you actually have something worth saying, and the money tends to follow.

there's 1 packaging trick that built oatly into a $10 billion brand: most marketers are too scared to try this. your brain stops registering anything it's seen a thousand times. it's called "attentional habituation" and it's one of the biggest open rate killers. think about what the average inbox trains people to expect: • a subject line screaming a discount • a giant 20% off code • the same "new arrivals are here" every brand sends the second your email matches that template, people get skeptical before they read a word. the brain files you under ignore. oatly broke the pattern, with their cartons say stuff like "it's like milk, but made for humans." nothing matched what a food brand was supposed to sound like, so the habituation never kicked in. people read it, laughed, bought it. your inbox runs on the exact same wiring. stop writing better versions of what everyone else sends. write what they don't see coming.

Took on an electronics brand last quarter doing $500K/mo with completely chaotic email. BEFORE: Email revenue running at $40K/mo on a brand with that kind of traffic, which is roughly 8% of revenue. This is what 'we already do email' looks like at most $5-10M brands. What the account looked like coming in: ↳ Campaigns sent inconsistently ↳ Flows turned on years ago and never optimized ↳ No real way to track email's actual revenue impact ↳ No campaign calendar, no segmentation past 'all subscribers' ↳ $40K/mo from email What we rebuilt over 4 months: ↳ Dedicated email marketing team taking the channel out of the founder's inbox ↳ Weekly planning and optimization meetings ↳ All 12 essential flows turned on and AB-tested in Klaviyo ↳ Advanced attribution tracking showing true email performance impact ↳ Automated reporting dashboards so nothing got missed week-over-week Email revenue went from $40K/mo --> $380K/mo. Total brand revenue scaled past $1.2M/mo. Email went from 8% of the business to roughly 32%. What people forget is that the channel itself was never broken. The SYSTEMS around it were. The same email list, products, and same customers can produce 5x revenue if the flows and campaign engine actually run on a calendar. It's really that simple.

pulled up a live client account in Hyros to show what retention actually does to the P&L. attributed retention revenue: from $107K to $381K. a 253% lift. 30-day attributed revenue alone: from $180K to nearly $500K. stack it across the cohort and the customer base is worth $2.88M at 365 days... $700K of that comes directly from retention work that wasn't happening before. retention is just paid customers staying.

a guy ran his own klaviyo for 18 months with zero email background. still pulled $20-30k a month out of it. if someone who's never touched email can squeeze that out part-time, the list was nowhere near tapped. here's what he was up against doing it solo: • migrating off woocommerce while building flows • writing 2-3 campaigns a week, which is a job by itself • no time to research, structure, or design properly his own word for it: "successful, quote unquote, but untapped." so he handed it off. flows got built out properly, campaigns went consistent, and email went from $20-30k to upwards of $130k a month. 4X'd in a couple months. the money was in the list the whole time. he just didn't have the hours to go get it. lesson: sally from marketing is NOT going to max out your email program. it takes everything.

I've sent over a billion emails and generated 150 million across 80 brands. The open has almost NOTHING to do with the subject line. A lot of brands still think the subject line is the whole game, that the right words are what get the open. But by the time your name hits the inbox, the decision is already mostly made. Four psychological levers are doing the real work. Here they are. 1) Mere exposure ↳ The brain trusts what it has already seen before it trusts what you wrote. A name, a logo, enough repeat exposure and preference builds on its own. ↳ Every ad and every post outside the inbox is either stacking that familiarity or it isn't. That's what decides if your email gets a second of attention. 2) The information loop ↳ The brain can't leave an open loop alone. An unresolved question or a story without an ending, it has to close it. ↳ Your subject line does one of two things. It explains the email, or it opens a loop. The highest engagement comes from the ones you can't explain. 3) Attentional habituation ↳ The brain stops registering anything that matches the pattern it expects. Another 20% off, another "new arrivals," skipped before it's read. ↳ The second your email looks like every other promo, people get skeptical before the first word. 4) Self-concept ↳ People don't decide based on what they want. They decide based on who they think they are. ↳ The lists with the highest open rates built an identity around being on that list. Opening stops being a decision and turns into a habit. Audit your last 5 sends against these four.

In eCom, the profit shows up on the SECOND purchase. Yet, almost every brand spends everything acquiring the first one and forgets the rest. Look at True Classic. All they did was add shipping transparency to their post purchase emails, accurate delivery estimates, the boring stuff. That took their revenue per email to 29%, with no change to the product or the price. People just felt taken care of after they bought. And that's just the floor, the basics done right. Now, if we look at at one of our own clients. Their whole post purchase flow brings in about $6k a month. First time buyers barely touch that number. The returning customers are where the money is, especially the ones who get a second order email with a 15% offer. They come back and spend close to double what the first timers ever did. So stop pouring your whole budget into the first sale. You already have people who bought once and would happily do it again.